Building Better Bankers

ABA Marketing Management 3/25/19

Establish a working knowledge of marketing management. Examine best practices for managing public relations and digital marketing campaigns, as well as ongoing brand management. Learn how to prioritize projects, assess performance, and balance resources. Explore ways to deliver strong return on investment (ROI).

Learning Objectives

Identify the key management areas assigned to marketing

Clarify the purpose and benefit of public relations

Explain the importance of data management and direct marketing

Examine activities that improve customer experience management

Evaluate how to assess your return on marketing investment

There is no separate textbook for this course. All reading materials are posted online in the course.

Audience

For new bank staff with a marketing responsibility, for employees interested in taking an active role in the management of bank marketing and for marketing professionals new to the banking industry.

Course Credits

ABA Professional Certifications: 15 CFMP

ABA Certificates: This course applies to the Foundational Certificate in Bank Marketing.